Enterprise deals rarely fall apart because of product or pricing. They fall apart because sellers miss the hidden power centers shaping every decision. Modern buying is driven by shifting influence, cross functional politics, and silent internal forces that most teams never see. This guide breaks down how power moves, why it matters, and how it impacts every AE, RevOps leader, and revenue team.

Most reps don’t fear selling — they fear the math. Chapter 4 helps every seller move past BVA anxiety with simple frameworks, practical language, and a live, collaborative approach that builds buyer trust. Learn why modest ROI wins, why confidence beats complexity, and how to guide—not impress—your buyer through the numbers.

Most business cases don’t fail because of bad math — they fail because they ignore the real decision-making dynamics: politics, psychology, and misaligned priorities. Learn why static ROI models fall flat and how to build business cases that evolve with the deal, resonate with every stakeholder, and actually change minds.